HITTING HOME.(Scripps Networks' niche targeting)
Multichannel News, October, 2001 by MOSS, LINDA
Scripps Finds Success With Category TV At Scripps Networks, the word "niche" makes executives cringe. The cable programmer kindly objects to its services -- Home & Garden Television, Food Network, Do It Yourself and yet-to-be launched Fine Living -- being described as niche networks. Scripps officials claim that it's too narrow and too limiting a description.
"Please don't call us niche," said Ed Spray, president of Scripps Networks. "Throw away the word 'niche,' because the kind of ratings we're getting says that we are not niche. We are targeted." Chiming in with the company mantra, Fine Living president Ken Solomon said, "Everybody has a home and everybody eats, so these networks have wide audiences. They're not niche. They're category...
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